Campanie
General Information:
Strategic approach:
| Strategic approach: |
The non-sugar category is becoming more and more of a priority for sparkling beverages across Europe, even though its potential and level of growth differs a lot from market to market. There is a high level of disparity between Western and Eastern consumption of non-sugar sparkling beverages, with countries like The Netherlands or Belgium having a high zero index (more than 40%), while markets like Romania still having a lot of room to grow. The difference can be partly explained by a mix of factors – a negative perception of sugar-free products (especially with regards to artificial sweeteners), lower interest in sugar intake monitoring and lack of sugar tax laws. In this context, Coca-Cola Zero Sugar needs to keep on paving the way for non-sugar carbonated drinks and have a continuous plan of recruiting the new generation of consumers. The traditional approach of communication is not enough to build new consumption rituals and really strike a chord with our Gen Z audience, thus becoming mandatory to become more and more innovative in terms of messaging, creative ideas & use of platforms. To focus on the silver lining and make sure that we consistently build on our brand equity & perception, it was deemed important to start from within – highlight the intrinsic characteristics that make Coca-Cola Zero Sugar special & the number one choice when it comes to non-sugar moments of indulgence. Our objectives are increase in small packs (single serve), in weekly+ consumption, increase in consideration and spontaneous awareness. In terms of media objectives, we aimed for 85% reach, 33% view rate on YouTube skippable video and a Content Engagement Rate for Social Paid Media of 13%. Our audience constitutes of teens and young adults, focused on developing their identity and/or career. We are looking at regular category consumers to convert. In day-to-day life, teens are eager to keep up with fashion and trends, and love to buy into the collective hype of whatever is cool at the moment. Young adults value authenticity and humor, and follow online communities and influencers to create this kind of content. What drives them together is that they value personalized and unique content. With carbonated drinks being perceived as indulgence, the high consumption of sugar is often not considered. The task at hand is to show the consumers that they can get the same great taste but with zero sugar. As our audience is young, they are digitally native – 93% mention they follow influencers > 100k followers (117 Index), 42% include fashion in the categories followed on social media (top 3 interests together with gaming and beauty), while Instagram has a penetration of 84% on the target group. |
Execution:
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